Image courtesy of Home Retail Group, Argos

Argos is testing its new special offer app in store accessible through mobile devices. The app will be promoted and delivered by tap points in store that contain a code.

Shoppers will be able to download the app by scanning the code with a phone or tablet using near field communication (NFC) technology. Once scanned, customers will have access to Argos’ latest offers.

Argos head of publications and new media Dominic Pemberton said: “By using NFC we hope to encourage app downloads, increase mobile sales and improve our multichannel customer experience. This pilot is also part of our initiative to reduce the printing and distribution costs associated with our catalogue.”

As a leading UK digital retailer, Argos is already offering around 29,000 products through www.argos.co.uk, its growing mobile channels, stores and over the telephone. It saw 635 million website and app visits in the 12 months to February 2013.

Forty Argos stores will have more than 2,000 tap points each, mainly in the form of app download cards for customers to take away. Argos employees will also carry NFC-enabled lanyards that customers can tap and collect the offers available.

Argos is working with Proxama, a technology supplier that uses NFC and Bluetooth Beacons to provide location-based marketing.

The news comes as the retailer is also seeking new digital talent. Argos Digital Director, Bertrand Bodson comments: “For us, this is about creating a space for collaboration and innovation. We want to unleash the entrepreneurial spirit I know to be at the heart of our business and which has meant that nearly 50% of our business now originates in a digital channel.”

“We want to build on the successes we have already seen with digital initiatives such as Blippar and Digital Christmas Gift Guide and take that further. Building our agile capability is a strong boost to Argos’ transformation plans, allowing us to bring digital solutions to the market faster and in a more timely and relevant way,” he adds.

Source: Retail Week and Argos